In the third of a three-part series, Stephen discusses in more detail the various customer design points that influence management practices and investments and, taken together, constitute the outline of a framework for understanding and reaching online customers.
Articles by this author
As online shoppers gain know-how, their behavior, responsiveness, and sensitivity to marketing is evolving and beginning to differ materially according to experience, gender, and demographics. What should marketers do to keep pace with that evolution?
As technology life cycles shorten and the pace of innovation explodes, customers will expect the quality of service to be continually upgraded; they will also expect personalization and access to more information.
Email is cheap, ubiquitous, and dangerous enough to highlight the need for organizations to change the way they manage their marketing processes.
Online consumers have a propensity to communicate and can become an ideal sales and marketing channel. Viral marketing can best leverage the democratic and self-service character of that channel by becoming a formal process.